Storyboarding Workshop

8/11/2019 Storyboarding Workshop

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Copyright 2014 Cowan Publishing

Storyboarding

Workshop

copyright Fred Moore & Disney Pictures


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PRODUCT IDEAS?

ALEX COWAN

AlexanderCowan.com

@cowanSF

Do you have aproduct idea you

can use?


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PRODUCT IDEA: ENABLE QUIZ


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PRODUCT IDEA: WEDOTHAT


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PRODUCT IDEA: MY LETTER, MY STORY


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PREP! CREATION A POSITIONING STATEMENT

For [target customer] who [statement of the need or opportunity], the

[product name] is a [product category] that [statement of key benefit/

key reason to buy]. unlike [primary alternative], our product [statement

of primary differentiation].

For [hiring managers] who [need to evaluate technical talent], [Enable

Quiz] is a [talent assessment system] that [allows for quick and easy

assessment of topical understanding in key engineering topics]. Unlike[formal certifications or ad hoc questions], our product [allows for

lightweight but consistent assessments of technical talent].

EXAMPLE

4 MIN.


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ABOUT THIS SESSION


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STORYBOARDING: ORIGINS

copyright Fred Moore & Disney Pictures

ALEX COWAN

AlexanderCowan.com

@cowanSF


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Personas

STORYBOARDING EXAMPLE


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Personas

STORYBOARDING EXAMPLE


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VENTURE DESIGN

X

PROBLEMSCENARIOS &ALTERNATIVES

What?

PRODUCT &PROMOTION

/

CUSTOMERDISCOVERY &EXPERIMENTS

Tell me?

PERSONAS

Who?

USERSTORIES &PROTOTYPES

How?

Scale?

Pivot?

VALUEPROPOSITIONS& ASSUMPTIONS

What if?

!


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VENTURE DESIGN

X


What?

PRODUCT &PROMOTION

/


Tell me?

PERSONAS

Who?


How?

Scale?

Pivot?


What if?

!

1) ENERGIZING PERSONAS AND

PROBLEM SCENARIOS


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VENTURE DESIGN

X


What?

PRODUCT &PROMOTION

/


Tell me?

PERSONAS

Who?


How?

Scale?

Pivot?


What if?

!

2) DEFINING

CUSTOMER JOURNEYS


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VENTURE DESIGN

X


What?

PRODUCT &PROMOTION

/


Tell me?

PERSONAS

Who?


How?

Scale?

Pivot?


What if?

!

3) IMPROVING (EPIC)

AGILE USER STORIES


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VENTURE DESIGN

X


What?

PRODUCT &PROMOTION

/


Tell me?

PERSONAS

Who?


How?

Scale?

Pivot?


What if?

!

4) APPLYING THE

HOOK FRAMEWORK


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Empathy Creativity

DESIGN THINKING


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ALEX COWAN

AlexanderCowan.com

@cowanSF

DESIGN THINKING- APPLICATIONS


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Entry1

Urinate as they go2

Edges preferred3

Speedy4

PB > cheese5

Empathy

DESIGN THINKING- APPLICATIONS

ALEX COWAN

AlexanderCowan.com

@cowanSF


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DESIGN THINKING- PERSONAS

Personas Problem ScenariosAlternatives

Your Value Propositions


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ALEX COWAN

AlexanderCowan.com

@cowanSF


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ALEX COWAN

AlexanderCowan.com

@cowanSF


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DESIGN THINKING- NEEDFINDING

ALEX COWAN

AlexanderCowan.com

@cowanSF

PROBLEM SCENARIO X


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ALEX COWAN

AlexanderCowan.com

@cowanSF

PROBLEM SCENARIO XWhat job(s) are you doing for the

customer?

What existing need or behavior

are you fulfilling?


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ALEX COWAN

AlexanderCowan.com

@cowanSF

ALTERNATIVE(S) ?

PROBLEM SCENARIO X


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ALEX COWAN

AlexanderCowan.com

@cowanSF

ALTERNATIVE(S) ?

PROBLEM SCENARIO X

If they currently use spreadsheets, watch

them use it and get a copy of it.

If they currently put notes on the family

fridge, ask about it, photograph it.


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ALEX COWAN

AlexanderCowan.com

@cowanSF

YOUR VALUE PROPOSITIONS !

ALTERNATIVE(S) ?

PROBLEM SCENARIO X


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YOUR PRODUCT HYPOTHESIS

ALEX COWAN

AlexanderCowan.com

@cowanSF

X and they have a certainPROBLEMS S

? where theyre currently using

certain ALTERNATIVE(S)

! and I have a VALUE

PROPOSITIONthats betterenough than the alternatives to

cause the persona to act

(purchase, use, etc.).

A certain PERSONAexists


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ENABLE QUIZ: PROBLEM SCENARIOS

X

Helen the HR Manager

Its hard for me to screen ontechnical skill sets and I end up

sending Frank unqualifiedrecruits.

Frank the Functional Manager

I have limited time and I dontwant to be a jerk. Its hard to

screen for all the relevanttechnical skill sets.

PERSONA

PROBLEM

SCENARIO

- Call references

- Take their word for it

- A few probing questions

- Take their word for it?ALTERNATIVE(S)

!VALUEPROPOSITIONSNew ability for meaningfulscreening of technicalcandidates, increasing % ofsuccessful hires and loweringFranks workload on recruiting.

Less time doing interviews, andbetter hires sooner.


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SKETCHING YOUR NARRATIVE

How does the problem

scenario initiate?How is the alternative

executed?

How is the persona

gratified?

source: adapted from Nir Eyals Hook Framework

REWARDACTIONTRIGGER


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SKETCHING YOUR NARRATIVE- BEFORE SCENARIO

The company creates a

new, open position to fill.Frank writes a job

description.

Helen sources

candidates.Helen screens candidates

and sends them to Frank.

Frank interviews

candidates.

Frank & Helen decide &the candidate starts.

a lot of candidates to

screen


REWARDACTIONTRIGGER


interview

too many (mutually) badoutcomes


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SKETCHING YOUR NARRATIVE- BEFORE SCENARIO



description.

Helen sources

candidates.Helen screens candidates


Frank interviews

candidates.

Frank & Helen decide &the candidate starts.


screen


REWARDACTIONTRIGGER


interview

too many (mutually) badoutcomes


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BEFORE

STORYBOARDING THE BEFORE SCENARIO


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SKETCHING YOUR NARRATIVE- AFTER SCENARIO



description.

Helen & Frank create a

quiz for the position.Helen sources

candidates.

Helen screens candidates


Frank interviewscandidates.

Frank & Helen decide &

the candidate starts.

fewer candidates to

screen; simpler, better

screening


REWARDACTIONTRIGGER

fewer candidates tointerview

better

outcomes


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STORYBOARDING A PROBLEM SCENARIO

AFTER

BEFORE


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ANATOMY OF THE STORYBOARDING SQUARES

}}

1 Panel

Storyboard

Area

Notes

Area

Optionalnotes

here to

supplementyour storyboard


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EXERCISE: BEFORE AND AFTER BOARDS

Using the squares, create a before and then after

storyboard- 3 panels each (10 min.)

BEFORE

(using the

Alternative)

AFTER

(with the ValueProposition)


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As

Presenter

As

AudienceBEFORE & AFTER1) Who is/are the persona(s)? What dothey care about?2) Why the alternative?3) Whats cool about the value prop.?

- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor

EXERCISE: PEER PRESENTATION (5 MIN/EACH)


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

How do they first

find out that you,

your proposition

exist?

How do you break

through the noise

floor?


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

What is it that

engages them with

your proposition?How will you

connect?


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

Are you connectingwith an important

problem scenario?

Is your VP better

enough than thealternative?


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

What is absolute

minimum set of

actions required by

the customer to

have you deliver on

their problem?


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

How do they

become a regular,habitual user? How

will you know if

thats happening?


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AI

DA

OR

ttentionnterest

esirection

nboardingetention

How do youdeepen their

involvement?

Investment? How

do you get themtalking about it?


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STORYBOARDING AIDA(OR)


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Thinks: I care about evaluating tech hires but Im

busy- Ill take a quick look if I can.

Sees: A post on social media from a peer she

regards well.

Feels: Theres a twinkling in the distance but Im stillfirmly rooted in my to-do list in the present.

Does: Calls or emails her peer to hear about her

experience.


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Thinks: This sounds interesting-

can I make it work here (at my

company).

Sees: A clear proposition and

narrative on next steps towards asuccessful outcome (on the Enable

Quiz site).

Feels: Initially suspect, her

excitement about racking up a

meaningful win in an important area

grows.Does: Puts it on her to-do list as a

set of items. Mentions it to

colleagues.


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Thinks: I understand the proposition and

I keep seeing wins for it here at work.

Sees: Situations where she really wishes

she had a quiz to use instead of the

hodge podge she uses.Feels: This could be one of her major

wins for the year- exciting!

Does: Move Enable Quiz to the top of her

list.


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Thinks: I need Franks buy-in: theyre his candidates

and hell need to help me create the quizzes.

Sees: Frank struggling to find time to interview

candidates. Having trouble with skill sets on his team.Feels: Nervous and excited to bring it to Frank.

Does: Gets in front of Frank with a simple proposal to

just try the system out for their next open position.


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Thinks: Here we go- I hope this

works.

Sees: A job description and a set of

quiz options she needs to pair.

Feels: A little uneasy- like playing

scrabble in a language shes just

learning.Does: Creates a draft and then

goes to Frank with questions that

she makes as specific as possible.


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Thinks: This was a win- its part of ourroutine and it works great.

Sees: That her screening process and

hiring outcomes are measurably

improved.

Feels: I love this thing- everyone shoulduse it.

Does: Shares about her win on social

media and is willing to try new things.


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Using the

squares, create

a 6-panelAIDA(OR)

storyboard

(10 min)

EXERCISE: AIDA STORYBOARD (10 MIN)


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Pick 2 or more

panels and

detail Think-See-Feel-Do

(5 min)

EXERCISE: DETAILING THINK-SEE-FEEL-DO

Thinks: I understand the proposition and

I keep seeing wins for it here at work.

Sees: Situations where she really wishes

she had a quiz to use instead of the

hodge podge she uses.Feels: This could be one of her major

wins for the year- exciting!

Does: Move Enable Quiz to the top of her

list.


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As

Presenter

As

AudienceAIDA1) Whos the persona?2) Whats the journey?

- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor

EXERCISE: PEER PRESENTATION (5 MIN/EACH)


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DraftingStories

PERSONAS

STORIES

Epic Stories

Stories

Test Cases

As a [persona],

I want to [do something]so that I can [derive a benefit]

ALEX COWAN

AlexanderCowan.com

@cowanSF

AGILE USER STORIES


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AGILE USER STORIES

CHILD STORIES

A) As an HR manager, I want to get a list of topics relevant to an open position from the functional

manager so I can set up a relevant and complete quiz for screening.B) As an HR manager, I want to browse the quiz banks [of available questions] so I can make sure Imsubscribed to all the necessary topics for my quiz.

C) As an HR manager, I want to purchase additional quiz banks so I can add additional technicaltopics to my quizzes.

D) As an HR manager, I want to create a custom quiz banks so I can add custom questions thefunctional manager wants to add to the quiz.

E) As a manager, I want to set the quiz up for a possible recruit to use.

F) As an HR manager, I want to make the candidates scores available to the functional manager,along with the rest of my notes.

EPIC STORYAs the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.


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AGILE USER STORIESEPIC STORYAs the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.


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STORYBOARDING AN AGILE EPIC STORY


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INVEST IN AGILE STORIES

Independent

NegotiableValuableEstimable

SmallTestable

Could this be

implemented on a

stand-alone basis or

does it presupposeother content?


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Independent


SmallTestable

Stories are notspecs.

This is an input for you toarrive at an optimal

implementation with the

developer, not a

functional requirement.


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Independent


SmallTestable

What problem scenario

does this address?

How have you

validated your value

proposition for it?


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Independent


SmallTestable

How hard is this vs.

the teams

experience? Is it

discrete enough?


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Independent


SmallTestable

A big part of what makesagile (and lean) work is the

use of small batches with

measurable results. Make

sure your stories are broken

down to workable sizes.


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Independent


SmallTestable

How will you know if

its working in a waywhere you can

validate its value?


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EXERCISE: AGILE EPIC

Draft an epic story (4 min)

As a [persona],

I want to [do something]so that I can [derive a benefit]


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EXERCISE: AGILE EPIC

As the HR

manager, I want

to create a

screening quiz so

that I canunderstand

whether I want to

send recruits to

the functional

manager.

10 min.

3-6 panels


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THE HOOK FRAMEWORK

nirandfar.com


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THE HOOK FRAMEWORK

nirandfar.com

THE TRIGGER

Internal or external stimulus leading to

ACTION.

(external)(internal)


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THE HOOK FRAMEWORK

nirandfar.com

THE ACTION

The smallest possible act leading to a

REWARD.


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THE HOOK FRAMEWORK

nirandfar.com

THE VARIABLE REWARD

The unpredictable but tangible gratification

from the ACTION.


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THE HOOK FRAMEWORK

nirandfar.com

THE INVESTMENT

Actions that increase involvement,preference and load the next TRIGGER.


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EXERCISE: STORYBOARDING THE HOOK

1) TRIGGER

What feelings

or events

initiate use?

2) ACTION

What is the

simplest thing the

user can do to be

rewarded?

3) REWARD

How is the user

gratified by their

action?

4) INVESTMENT

How does the

user accumulate a

preference?10 min.

1 panel per item


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AVOID DUCKSKeep the visual narrativefocused on as well. Probably

avoid wasting time on color,

artistic details. Its just a

sketch.

DUCKS

FRAMEWORKSWILL HELPIf youre struggling to

formulate, maybe back up to

the frameworks we

discussed.

FRAMEWORKS!

FOCUS YOUR

NARRATIVESIf youre struggling to squeezeeverything in, decompose thenarrative into more boards.

1 x TIME

3 IS A MAGIC

NUMBERWarm up (at least) in series of

three panels (a triptych).

3 == MAGIC

TABLES HELP DOCSWITH DETAILIn documents, tables are an easy

way to supplement your panels

with more notes.

DOC TABLES

STORYBOARDING IRL: 6 TIPS


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facilisi. Maecenas ultrices justo quis nibh sagittis tempor.Pellentesque id semper turpis.

STORYBOARDING IN DOCS


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AVOID DUCKSKeep the visual narrativefocused on as well. Probably

avoid wasting time on color,

artistic details. Its just a

sketch.

DUCKS

FRAMEWORKSWILL HELPIf youre struggling to

formulate, maybe back up to

the frameworks we

discussed.

FRAMEWORKS!

FOCUS YOUR

NARRATIVESIf youre struggling to squeezeeverything in, decompose thenarrative into more boards.

1 x TIME

3 IS A MAGIC

NUMBERWarm up (at least) in series of

three panels (a triptych).

3 == MAGIC

BUILDS HELPPRESENTATIONS

WITH PACEAnd will help your audience

stay with you.

PRES BUILDS

TABLES HELP DOCSWITH DETAILIn documents, tables are an easy

way to supplement your panels

with more notes.

DOC TABLES

STORYBOARDING IRL: 6 TIPS


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STORYBOARDTHAT.COM


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VENTURE DESIGN

1) ENERGIZINGPERSONAS ANDPROBLEM

SCENARIOS

2) DEFININGCUSTOMERJOURNEYS

3) IMPROVING EPIC

STORIES

4) APPLYING THEHOOK FRAMEWORK


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[email protected]

@cowanSF

www.alexandercowan.com/venture-design

www.alexandercowan.com/storyboarding

www.alexandercowan.com/startup-sprints

FINI

Documents

Storyboarding Workshop